social campaign

DC UniverseCosplay Contest

Infinite Crisis & WB Games

WB Games new release, Infinite Crisis challenged us to introduce core gamers to an all-new cast of DC characters while building a base of early adopters to help beta test the game. Our Solution: Engage fans of beloved DC Superheroes on existing social channels with a Cosplay contest. Fans would be challenged to dress up as their favorite characters, upload their photos and climb the leaderboard by collecting Facebook likes and shares, for a chance to win a trip to Pax in Seattle.

Take a look at how we created this experience.

Phase 1

The Lead Up

To tease the contest, we created multiple graphics and videos with the well-known Cosplay celebrity, Chloe Dykstra. We shared these across DC’s and Warner Bros. social channels, which linked to a teaser site where fans could learn more about the contest rules and prizes.

Phase 2

Contest Launch

The official kick-off was made both online and offline with a social media blast and press announcement at the year’s largest Cosplay show — ComicCon.

Web Application

The Web application lets fans upload their photos, accumulate points through various activities and watch the leaderboard to see how they ranked against the competition.